Weight Watchers makes weight-loss “simple”

7 January 2015

Advertiser: Weight Watchers
Creative Agency: BMF
Media Agency: OMD Sydney

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Looking to lose weight? Weight Watchers wants you to take the complexity out of it.

The new brand campaign "Smart Made Simple" has been introduced as part of a larger global brand push, and looks to promote its personalised service across exercise, food and support.

The Australian campaign, by BMF, is built around the idea that fad diets and gimmicks don't have a long lasting effect on weight loss and that Weight Watcher's approach can help take the confusion out of dieting. The campaign will span both above and below the line elements including TV, direct mail and PR activities.

In addition, Weight Watchers has rolled out a new website, simplified to work across desktop, tablet and mobile devices.

Weight Watchers general manager marketing Michael Burgess said: "Our success has been due to the underlying scientifically based smarts of the program that have been delivered in a simple, easy to live way. The new campaign aims to highlight these smarts, which are our differentiator in the market, together with the simple way in which we deliver them to our members."

"Smart Made Simple aims to improve people's relationship with food for good for offering our members an even mor personalised and simpler program that is easy to understand and apply."

Agency credits:
Client: Weight Watchers
Creative: BMF
Communications Strategy: Naked
Digital: Reactive 
Social Media and PR: One Green Bean
Media: OMD


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